In detail
The quality rating is a health score Meta assigns to each WhatsApp business phone number, reflecting how recipients have recently reacted to your messages. It is shown in Meta Business Manager as Green (high), Yellow (medium) or Red (low), based on a rolling recent window rather than your all-time history.
The signals that move it are mostly negative reactions from customers: how many people block you, how many report your messages as spam, and related quality feedback. High blocks and reports pull the rating toward yellow and red; consistently welcome, relevant messaging keeps it green.
The rating matters because it gates your growth and stability. A healthy (green/medium) rating alongside enough volume is what lets Meta raise your messaging tier — from 2,000 toward 10,000, 100,000 and unlimited unique customers per day. A rating that falls to red can freeze tier advancement, lower your tier, or lead to the number being restricted until quality recovers.
To protect it, the fundamentals are: only message people with valid opt-in, keep content relevant to what they signed up for, avoid over-messaging and off-hours sends, prefer Utility and in-window service messages over heavy Marketing, and make it easy for customers to stop hearing from you. If your rating slips, ease off marketing volume, review who you're messaging and why, and let welcome, low-friction messaging pull it back up.
Quality is recoverable — a red number that starts sending better messages can climb back to green over time.
Key points
- A per-number score: Green (high), Yellow (medium), Red (low).
- Driven by recent customer signals — mainly blocks and spam reports.
- Based on a recent rolling window, not lifetime history.
- High quality enables tier growth; low quality can restrict the number.
- Protect it with opt-in, relevance, good timing and easy opt-out.
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